1.
The power of 2:
AMS + Online Community = Data Integrity,
Internal Efficiencies, and Engagement
Shaun Holloway, ACUHO-International
Shaun O’Reilly, MemberSuite

2.
Shaun Holloway
Snr. Director of IT
ACUHO-International
The Power of Shaun2
Shaun O’Reilly
Vice President, Marketing
MemberSuite

3.
Who We Are: ACUHO-I
• Trade and Professional Association
• 501(c)6 with a 501(c)3 Foundation
• 25 Full-time employees
• Approximately $6M in annual revenue
• 17,000+ members
• ~1,000 institutions/corporations
• ~10% outside of North America
• Inspirer of Automation Dreams
• Loves the color green (and orange!)
• Data geek
• Lives to serve
Association of College and University Housing Officers – International

4.
Who We Are: MemberSuite
• Provider of engagement solutions for
associations and non-profits:
• Association Management Software
• Event technology
• Founded in 2008
• Headquartered in Atlanta, GA
• Marketing geek:
• 20+ years in marketing roles
• Focus on demand generation
• Recovering DIYer
• Father to two former college football
players
MemberSuite

5.
Today’s Discussion
• The importance of “clean” membership
data
• Types of member data
• How is data used within the
organization?
• What do we mean by “clean” data
• Where does your data live?
Overview
• Case study: ACUHO-I
• Issues that prompted this initiative
• Action taken by ACUHO-I
• Outcomes
• Recommendations

6.
The importance of “clean”
membership data

7.
The Power of 2
• Transactional data:
• Indicates what members are engaged in
• Examples: Member information, event registration, product purchases
• Historical data:
• Data captured over a span of several years
• Helps to understand where your association is going and where it came from
Types of Member Data

8.
The Power of 2
• Support strategic and informed decision making:
• Improve business operations
• More effectively allocate resources
• Inform member acquisition and retention strategies:
• Creation of an “ideal” member profile
• Development of segmented communications
• Identification of “at risk” members
How is data used within the organization?

9.
The Power of 2
• Create enhanced learning experiences for members:
• Drive customized learning experiences
• Determine which programs to invest in or cancel
• More effectively communicate key concepts to internal stakeholders:
• Create data visualizations
How is data used within the organization?

10.
The Power of 2
• Data consistency:
• Is the data in your system in the same format?
• Data completeness:
• Is everything you need to know populated in your system(s)?
• Data content:
• Is your content accurate?
• Are you capturing the “right” data?
What do we mean by “clean” data?

11.
The Power of 2
• Filing cabinets?
• Lack of visibility and insight into the data
• Spreadsheets
• A step up from filing cabinets but prone to human error
• A multitude of separate systems?
• Lack of integration between disparate systems requires data to be manually entered in order
to ensure it’s available in one place
Where does your data live?

12.
•Case Study: ACUHO-I

13.
Setting the Scene…The WTF Moments
Old school, decentralized method of community
• Lack of voice amplification amongst peers
• Lack of affinity with groups and professional competencies

14.
Setting the Scene…The WTF Moments
Old school, decentralized method of community
• Lack of voice amplification amongst peers
• Lack of affinity with groups and professional competencies
Limited access to resources
• Barriers of time and geography in sharing information
• Members can solve member problems

15.
Setting the Scene…The WTF Moments
Old school, decentralized method of community
• Lack of voice amplification amongst peers
• Lack of affinity with groups and professional competencies
Limited access to resources
• Barriers of time and geography in sharing information
• Members can solve member problems
Association data - even harder to keep up-to-date than it is now
• Data sync between systems didn’t exist
• Shadow or silo databases of information

16.
• Data Integrity and Governance is now the focus
• Is it really possible to have “clean” data?
• System integrations are more important than ever
• Members don’t know the difference of what system they are in - IT DOESN’T MATTER TO
THEM
Setting the Scene…The AHA! Moments
What we realized

17.
AMS
Online
Community

18.
• Increased number and variety of member engagement opportunities
• Improved alignment between committee structure and the strategic plan
• Improved nimbleness by the association to address issues of importance
• Increased informational resources for distinct segments of the membership
• Improved processes and resources to facilitate the work of the association
The Final Cut… External Outcomes

19.
• Elimination of manual processes in records management
• Increased operational efficiencies in keeping information up-to-date
• Reduction of data entry errors, promotion of self-service
• Improvement in data quality (huge leaps forward)
• Improved data hygiene where annual job changes are the norm
The Final Cut… INTERNAL Outcomes

20.
Recommendations

21.
5 Key Takeaways

22.
#1 Know Your Audience

23.
#2 Know Your Systems

24.
#3 Know Your Staff

25.
#4 Know Your Vendors

26.
#5 Love Your Partnership

27.
The power of 2:
AMS + Online Community = Data Integrity,
Internal Efficiencies, and Engagement
Shaun Holloway, ACUHO-International
Shaun O’Reilly, MemberSuite